Is a project developed in the abandoned structure of Teulada`s Street Market in order to generate new social, cultural and economic benefits that are able to reactivate the street market. This abandoned structure was initially meant to be a Police Headquarters, but due to the economic crisis, the construction has stopped at a very early stage. Nowadays we can see it like an abandoned structure or a plataform of opportunity. This structure has the potential to perform an alternate function and assume an entirely new role in the mechanism of the market and the mechanism of the entire city of Alicante.
MARTS N` CRAFTS in Teulada is a project developed in the abandoned structure of Teulada`s Street Market in order to generate new social, cultural and economic benefits that are able to reactivate the street market. This abandoned structure was initially meant to be a Police Headquarters, but due to the economic crisis, the construction has stopped at a very early stage. Nowadays we can see it like an abandoned structure or a plataform of opportunity. This structure has the potential to perform an alternate function and assume an entirely new role in the mechanism of the market and the mechanism of the entire city of Alicante.
After all the analysis done in the previous phase, it should highlight the following four controversies:
-The unsuitable system of sale to current circumstances
-Lack of young clients
-The operating range of the market is limited by the lack of diversity of product
-Lack of community identity
Therefore, stands out that the street market still remains the relation place of a specific costumer, the housewives of over 40 years old, but due to this unsuitable system of sale it is impossible for them to compete with shopping centers that attract the youngest clients.
So my proposal looks for attracting new clients, of all ages, through a new kind of product, an exclusive one. And by exclusive it means a unique product handmade in Teulada by local artist.
After analyzing the Pop-up Hood project I realize the importance of having the work place of the artists in the same place as the sale point. Because people are attract by the history of the product, so by having the opportunity of knowing the story of the products that they are going to buy, directly from the manufacturer, promotes sales.
So therefore, in the existing structure there will be four different spaces:
But instead of having different physical spaces, the Atelier, Workshop and Pop up will be temporary and rotational in the same physical space. Having during a month on Day Markets Workshop, and Atelier the rest of the week. The pop up will be rotational each week, by displaying each artist work.
ATELIER – The selected artists handmade the products, and by working in the same field ( shoes, cloth, etc.) they are able to share their knowledge between them. This attracts people interested in the handmade of these kind of products.
WORKSHOP based on artistic clothing -People that use the market-structure can participate in the activity of handmaking. This way they learn about the cultural field of clothing.
WORKSHOP based on the culture of food product -Older people, users of the street market, share their knowledge with the younger ones about the importance of differentiating the variety of the same product, emphasizing in the fact that this variety only exists in the street market.
SHARED INTERESTS – By using the structure as an expositor and the steet market like the point of sale of the new products is achieved the interchange of the exclusive products of the artists with the great capability of the traditional street market sellers to trade. Each of them will achieve their own benefits, for de artists their product diffusion and for sellers a % of the sale or a tax reductions .
HYBRIDATION OF USES -Incorporate new program uses, like the playground, to generate friction between the activities and get an wider range of attraction.
III. MECHANISMS OF DESIGN
STUDY OF VISIBILITY – Has been made a study of the facades visibility within 300m, with the goal of attract sponsors who are interested in placing a billboard, and thereby get fund part of the project. The facade with more visibility has proven to be the one oriented to the street with more traffic flow, Gran Via.
CLOTH FACADE – It is been used an aesthetic strategy with cloth from Teulada Street Market to generate an icon of the market that at a larger scale attracts peoples eye. This would be a first investment in the market, so that later once “educated” the marketers donate its.
COLOUR PERCEPTION IN CHILDREN- According to a research article in Britain carried out by the Child Development Research Foundation, children associate colors to a mood, so after an analysis carried out in a school, the blue color turned out to be the happiest to both girls like the guy. It has also been found that these “happy” color relayed feelings as love and proud. The blue used for the test was the Blue 10B, value 7, chroma 10. This blue will be used to indicate the children route all over the structure
SPACE PERCEPTION IN CHILDREN- After studying the scale of a child betwen 3 and 9 years old and the book of Chris Berthelsea about child´s perception, in the structure will exist 2 different routes, at different scale, different colour ( blue for the children) and all the games will be done with reconceived market products, that for the children can have a meaning, and for the parent another one due to their perception of the things.
HELPER STRUCTURES- Taking advantage of the existing structure, will be used scaffold platforms and to bridge the gap soldier beams stabilizers of facades.
V. DESIGN SITUATIONS
1 STAIRS- By cutting a regular stair, slide it, and put it back together is obtained two tranches at different height, the normal one used for the parents and de other one adapted to the child scale.
2 ROUTES- After the previous intervention we realize that parents want to stay at all times with the children, taking advantage of this fact the tours take place at different heights, thereby the child enjoys the game and the parent is forced to look at the products on display at its height without ever losing sight of the child.
3 WORKSHOPS- In areas of more remain of the parents, children are suspended at a higher level, thereby creating a non-standard complex situation.
4 SWING – Positioned on the top floor, the swing offers a sense of freedom to the users
SOCIAL- The project will attract all kind of people, of all ages due to the temporality of the intervention, his unusual location and the duration of the workshops, that creates the impresion that is a unique time and onn-off situation. Besides will generate a comunity of artist, a new network of buyers that enjoys the direct comunication with the handmaker, and also a strong relation between the traditional sellers and the new artists.
CULTURAL – Will be generated a share network of knowleadge, that also gives an identity to the street market, and to the entire neigbourhood.
ECONOMICAL-it can be an employment oportunity or a low rik solution to try out products and services on the market for the new artists. Beside, having a wider range of attraction due to the hibridization this generate the arrival of new inhabitants that affects positive in the economy of the market, reactivating it.
ENVIRONMENTAL- intervention produced with ephemeral or reused materials
The fact of providing the spaces to local artists its a way to visualizing a local cultural process throught a shop exhibitor-like where the local artist can promote themselves and also, it has a educational weight as the interventions works as a realtime workshop where you can watch the whole process of designing and handcrafting and can participate of it.
Understanding the intervention as a friction place where the artists, customers and traditional sellers means the place could be work as a relationship incubator creating a network between the three levels of the industry process.
Marts N` Crafts in Teulada can be a model example of how reprogramming and re-imagined an abandonate structure of the city can be a great strategy to expand the functionality of the street market , and why not of the entire city.
VII. REFERENCES AND BIBLIOGRAPHY
Emotional Understanding an Color-Emotion Association in Children
Rainy Day Tresures. A study on the child´s perception of the street. Chris Berthelsea, Tokio, 2011